HOW YOUR CONTENT QUALITY IMPACTS YOUR SOCIAL MEDIA ROI

Transcription

1 HOW YOUR CONTENT QUALITY IMPACTS YOUR SOCIAL MEDIA ROI

2 AGENDA Common challenges Facebook Algorithm and Socialbakers Research Little Fun Ad Benchmarks START PRESENTATION Conversions Q&A

3 INDUSTRY CHALLENGES Organic Reach drastically decreased over the past few years on Facebook Majority of marketers promoting posts to ensure they get visibility Some apply 100% paid strategy Some promote immediately without taking into account organic performance The following result in negative impact: Lack of focus on quality of content the primary factor Facebook uses to prioritize content and ensure visibility (Relevance Score) Increase in costs (CPC and CPM) Damage to Page s long-term organic performance

4 HOW THE FACEBOOK ALGORITHM WORKS The goal of the Facebook News Feed is to show people the stories that are most relevant to them Facebook prioritizes stories that people like, comment, share, click, and spend time reading, which we ll refer to as engagement The more engaging the content you see, the more you ll return to Facebook, and the better it can accomplish its mission while earning revenue from ads served in the News Feed

5 Social networks favor relevant content to keep their users engaged on the platform. The cost of your ads depends on content quality and targeting.

6 THERE IS A PRICE ATTACHED TO THE QUALITY OF YOUR CONTENT Median CPC vs. Post Reach Engagement Rate* *Amount of people who engaged with the post from the amount of people who saw the post. $0,50 $0,40 $0,30 The more people engage with your content, the cheaper it becomes to boost it $0,20 $0,10 $0,00 0-1% 1-2% 2-3% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10% CPC is 14x higher with 1% engaged users than with 5-6% engaged users. POOR QUALITY TOP QUALITY Sample: 26,865 Promoted Posts posted by Brand pages, Time range: 01 Jan June 2016

7 BAD CONTENT IS COSTING YOUR TEAM MONEY, RESOURCES AND TIME. STOP INVESTING IN IT.

8 Half the money I spend on advertising is wasted; the trouble is, I don't know which half. John Wanamaker

9 DATA SHOWS THAT 44% OF PROMOTED CONTENT IS POOR QUALITY AND COMPANIES DON T KNOW IT POOR QUALITY AVERAGE QUALITY AVERAGE QUALITY TOP QUALITY TOP QUALITY 44% 25% 16% 13% 2% D Worse than 50% of Page s posts C Better than 50% of Page s posts B Better than 75% of Page s posts A Better than 90% of Page s posts A+ Better than any other of Page s posts Sample: Research done based on posts by 5000 of the largest company pages on Facebook

10 PLACE YOUR BETS

11

12

13

14 D POSTS D posts have less interactions than 50% of other posts posted in last 6 months Their Reach ER is lower CPC is 2x times higher than promoting a good content

15 A POSTS A posts have more interactions than 90% of other posts posted in last 6 months Their Reach ER is higher CPC is 50% less than promoting a bad content

16 BENEFITS TO PROMOTING GOOD CONTENT DATA TELLS THE STORY 50% lower click cost (CPC) nearly 20% lower impression cost (CPM) attracts 2.3x more interactions with the same reach 7x more viral 4x less negative feedback Note: Bad content is defined as the bottom 50% of a Page s content by engagement metrics and compared against the top 10% of the Page s content Source: Socialbakers analysis of Facebook posts by brand Pages in September and December 2015

17 MONITOR CONTENT PERFORMANCE BEFORE YOU ACTUALLY INVEST YOUR FULL BUDGET

18 FACEBOOK EVALUATES CONTENT QUALITY BY TESTING YOUR CONTENT (= RELEVANCY) EACH TIME YOU POST

19 FACEBOOK RELEVANCE SCORE Score is assigned after first 500 Impressions 1 10 NEGATIVE FEEDBACK Unfollow, Hide Posts etc. POSITIVE FEEDBACK Engagement, Clicks, Views, Conversions etc.

20 GOOD VS. BAD RELEVANCE SCORE 2/10 8/10 VERY BROAD TARGETING VS. TARGETING BASED ON GENDER AND INTEREST MORE CREATIVE COPY TEXT ADDING CLEAR CALL-TO-ACTION SHOP NOW Targeting: Men and Women, Aged 18 34, Lives in United States Targeting: Women, Aged 18 34, Lives in United States, Interested in Fashion Photo credit: Facebook

21 WHY TRACK RELEVANCE SCORE? It can lower the cost of reaching people It can help advertisers test ad creative options before running a campaign It can help optimize campaigns already in progress

22 RELEVANCE AFFECTS COSTS CPC vs Relevance Score 0,50 0,40 0,30 0,20 Ads with a very low Relevance Score have 40x times higher Cost per Click. 0,10 0,

23 THIS RELATIONSHIP IS VALID ACROSS VARIOUS GOALS Median CPC BRAND_AWARENESS CONVERSIONS LEAD_GENERATION LINK_CLICKS 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0, Relevance Score

24 RELEVANCE SCORE VS. CPC Higher relevance score decreases costs across the board this trend is visible for different ad objectives RELEVANCE SCORE VS. CPC BRAND AWARENESS CONVERSIONS LEAD GENERATION LINK CLICKS

25 RELEVANCE SCORE VS. CPC AND CTR Higher relevance score decreases costs and increases CTR across the board RELEVANCE SCORE CPC $0.43 $0.28 $0.21 $0.16 $0.13 $0.1 $0.08 $0.06 $0.04 $0.01 CTR

26 IF YOU HAVE $1000 AD BUDGET, AND YOU ARE PROMOTING CONTENT WITH DIFFERENT RELEVANCE RELEVANCE SCORE SPEND IMPRESSIONS CTR CLICKS CONVERSION RATE LEADS CONVERSION RATE # CLOSED DEALS CPC 1 $1, , $ $1, , $ $1, , $ $1, , $ $1, , $ $1, , $0.1 7 $1, , $ $1, , $ $1, , $ $1, , $0.01

27 IF YOU HAVE $1000 AD BUDGET, AND YOU ARE PROMOTING BAD VS. GOOD CONTENT RELEVANCE SCORE 1 AVG CPC $0,43 and CTR 0.76 RELEVANCE SCORE 5 AVG CPC $0,13 and CTR 1.81 RELEVANCE SCORE 9 AVG CPC $0.04 and CTR IMPRESSIONS CTR 0.76 vs IMPRESSIONS vs IMPRESSIONS Conversion rate 4% 2300 CLICKS 7700 CLICKS CLICKS CPC = $0.43 CPC = $0.13 CPC = $0.04 Conversion rate 5% 93 LEADS 308 LEADS 1000 LEADS 5 DEALS 15 DEALS 50 DEALS PROMOTING A RELEVANT AD WOULD BRING 10 X MORE CLOSED BUSINESS DEALS WITH THE SAME BUDGET

28 OF COURSE, MULTIPLE FACTORS AFFECTING THE COST OF YOUR ADS QUALITY OF YOUR AD - RELEVANCE SCORE POSITIVE & NEGATIVE FEEDBACK YOUR AUDIENCE TARGETING BIDDING STRATEGY AD OBJECTIVE PLACEMENT INDUSTRY TIME - HOUR, WEEK OF THE DAY, TIME OF THE YEAR REGION & COUNTRY FREQUENCY How do you compare effectively then? RESOURCE:

29 First to Offer a Competitive Context to Ads Performance!

30 The 4 Common Ad Performance Scenarios

31 Lets look at Instagram Distribution of Ads on Instagram 2% 5% 6% 9% 36% LINK_CLICKS POST_ENGAGEMENT BRAND_AWARENESS Ads: Engagement vs Costs VIDEO_VIEWS 11% CONVERSIONS REACH 31% Other Distribution of Ads on Facebook 4% 2% 2% POST_ENGAGEMENT 6% LINK_CLICKS 7% VIDEO_VIEWS 8% 48% PAGE_LIKES CONVERSIONS 8% BRAND_AWARENESS CPC (in USD) 2,00 1,80 1,60 1,40 1,20 1,00 0,80 0,60 0,40 0,20 0,00 (0,0.2] (0.2,0.4] (0.4,0.6] (0.6,0.8] (0.8,1] (1,1.2] (1.2,1.4] (1.4,1.6] (1.6,1.8] (1.8,2] CTR intervals (in %) Facebook Instagram 15% REACH LEAD_GENERATION Sample: 865 Brands' Ad Accounts, Ads targeting Instagram Mobile Placement only

32 KEY TAKEWAYS Stop boosting all your posts. Try to maximize your organic reach it still exists! Only promote the best performing content Try to get the highest relevance score possible to maximize further results as clicks and conversions for better spend Test, optimize and measure the impact of your optimization on the costs and performance

33 10 TIPS HOW TO MAXIMIZE AND TRACK YOUR RESULTS USING SOCIALBAKERS

34 1) MAXIMIZE YOUR ORGANIC PERFORMANCE Organic reach still exists and there are several ways you can maximize it: BENCHMARKING & UNDERSTANDING See how your competition and industry are posting and promoting to understand if you should promote more or less and identify the right paid vs. organic mix. POST AT THE BEST TIME PrimeTime suggests the ideal day to publish in the week, and the best hour in the day, every day. It also shows you the the predicted increase in visibility. GET INSPIRED BY THE BEST CONTENT Find the most engaging content and influencers across Facebook, Twitter, and Instagram to create the content that will be organically engaging.

35 IMPACT OF DEEP DATA ANALYSIS OF SOCIALBAKERS SUITE Socialbakers clients have experienced a 20% increase in organic reach and engagement Socialbakers Analytics Impact on interactions Socialbakers Analytics Impact on unique organic reach 140% 120% 100% 80% 140% 120% 100% 80% 60% 60% 40% 40% 20% 20% 0% Avg. 3 Months before 1st Month 2nd Month 3rd Month 0% Avg. 3 Months before 1st Month 2nd Month 3rd Month New Socialbakers FMCG Clients FMCG market average New Socialbakers Clients Market average Data: This is a sample of control group of FMCG brand pages, and client sample of 266 FMCG brand pages on Facebook Data: This is a sample of control group of 136 brand pages, and client sample of 254 brand pages on Facebook.

36 INSPIRATION PRO

37 GET INSPIRED FROM THE BEST SOCIAL MEDIA CONTENT OUT THERE INSPIRATION PRO Socialbakers has the largest social content library in the world, with over 10 billion content pieces Find the most engaging content across Facebook, Twitter, and Instagram Filter your search by industry and country to see what resonates in your sector and region See if the particular posts were promoted or organic Pin your favourite posts to an inspiration board so you can export and share it to your colleagues, clients or agencies Discover influencers and how their content are performing by a specific topic, hashtag, or keyword

38

39 PRIMETIME

40 ACHIEVE MAXIMUM ORGANIC REACH WITH PRIMETIME PRIME TIME See the optimal publishing time on Facebook for every post and specific Page to achieve maximum visibility BEST TIME TO POST It suggests the ideal day to publish in the week, and the best hour in the day, every day. Also see the predicted uplift in visibility PREDICTIVE INTELLIGENCE The machine-learning algorithm evaluates your Pages historical data and audience behavior (when they are actively engaging with your content), and it keeps learning over time INCREASE OF VISIBILTY PrimeTime is not only predictive - it also analyzes past performance, so you can report on how you have effectively minimized missed impressions with the use of PrimeTime

41

42 2) REVIEW YOUR PROMOTION STRATEGY WITH EXCLUSIVE COMPETITIVE INSIGHTS.. PROMOTED POST DETECTION Post promotion has become an industry standard. Compare your strategy to your competitors organic vs. paid content mix to know how to set the right promotion strategy. PAID VS. ORGANIC See behind the success of your competitors engaging posts, we will show you if they were organic or promoted. See the share of organic vs. promoted posts, and the amount of interactions they earned. JUSTIFY THE BUDGET See how your competition and industry are promoting to justify the need for your social media budget. EXLUSIVE INSIGHTS FOR YOUR GROWTH See how your strategies compare over time and adjust your approach from these insights

43 2) AND DEFINE THE RIGHT ORGANIC VS PAID MIX PROMOTED POST DETECTION Are you overpromoting and should you be more selective? Or do you have an efficient strategy? Should you promote more?

44 3) INVEST IN THE BEST PERFORMANCE PREDICTION Performance Prediction gives you precise recommendations to invest in the right content, so you can maximize your reach and engagement every time. INTUITIVE GRADES It grades your content from A+ to D so you can clearly see which posts will perform better TIMELY RECOMMENDATIONS Predictive recommendations are displayed an hour after each published post MAXIMIZE YOUR BUDGET Investing in top content results in 50% less CPC, 4x less Negative Feedback, and more interactions

45

46 TRACKING RESULTS

47 4) TRACK ORGANIC IMPRESSIONS PRIME TIME In addition to overall Reach and Impressions KPIs, track how you minimized organic missed impressions with Prime Time

48 5) TRACK PAID CONTENT IMPRESSIONS & ENGAGEMENT ADS OVERVIEW Evolution of Impressions, Reach, Engagement related to the promoted content Track evolution of the paid impressions/engagement over time, report which months/weeks were stronger/weaker. What is the absolute/relative growth & daily average.

49 5) TRACK PAID CONTENT IMPRESSIONS & ENGAGEMENT IN TANDEM ADS OVERVIEW In this case, we can see that although the impressions in September were lower than in August and October the level of the engagement was the highest! It is a month with the most efficiently boosted content.

50 6) TRACK YOUR ADS & CONTENT METRICS IN TANDEM DASHBOARD In the Dashboard you can track the costs efficiency over time In this case, we can observe obvious decrease of the CPM after October vs. the period between Jun-Sept. while maximizing the impressions in November and January.

51 6) TRACK YOUR ADS & CONTENT METRICS IN TANDEM DASHBOARD Cutting the budget after August And maximized Engagement since October.. Resulted into decrease of Cost Per Engagement after October

52 9/27/2016

53 7) TRACK ORGANIC & PAID PERFORMANCE ADS OVERVIEW To evaluate your organic performance always track in tandem Number of Posts and Organic Post Reach - in this case, the page is posting less while improving its organic reach. Review Paid Content Spend, Paid Content Impressions and CPM in this example, spend is rising by 63%, whereby Impressions by almost 200% while decreasing the CPM by 45,5% - a proof of a very efficient promotion strategy!

54 8) EVALUATE MORE IN-DEPTH CONTENT METRICS ADS OVERVIEW In case you followed the optimization workflow you will see: Decrease of Negative Feedback Increase of Average Relevance score In this case, Negative feedback was minimized to 1 or 2 actions per day and the Average Relevance Score increased from 2 to 4,50.

55 9) BE ON TOP OF YOUR ADS RESULTS AND KNOW WHICH CAMPAIGNS TO OPTIMIZE PAID CONTENT OVERVIEW ADS Be on TOP of the Number of Ads, Spend, CPC and CPE to review if you are spending efficiently If your CPC is higher than your threshold go to Campaigns Overview to review which campaign is causing the spike and should be stopped or optimized

56 10) UNDERSTAND IF YOU PROMOTED EACH INDIVIDUAL POST EFFICIENTLY ADS OVERVIEW Track on a post level: Spend CPC Click-through-rate Actions per $1 Impressions Clicks Engagement Actions per $1 is a unique Socialbakers metric to help you understand how many actions is each post driving for every dollar spent so you can compare and see the quality of the posts regardless the spend you put behind.

57 KEY TAKEWAYS Maximize the organic reach with benchmarking, content inspiration and recommendation of the best time to post Set up your promotion strategy with Promoted Post Detection Only promote the best performing content with Performance Prediction Track the impact evolution of Avg. Relevance Score, Negative Feedback, Engagement, Reach and Impressions, CPC and CPM over time and the performance of the individual posts

58 QUESTIONS? BRING THEM ON!

59 DO YOU WANT TO KNOW MORE? +420 XXX XXX XXX

60 6) TRACK YOUR ADS & CONTENT METRICS IN TANDEM DASHBOARD In the Dashboard you can track the costs efficiency over time. The reduction of Cost Per Engagement of more than $25 in September to $2,5 in January. Moreover the page maximized its engagement in November and January for minimum CPE.

61 6) TRACK YOUR ADS & CONTENT METRICS IN TANDEM DASHBOARD Compare Post Promotion Ad Spend, Post Promotion Engagement and Cost Per Engagement Least efficient months are Jun-August. The profile achieved low engagement despite quite high spend. This is caused by the fact, that during this month the majority of the campaigns was focused on conversions.

62 6) TRACK YOUR ADS & CONTENT METRICS IN TANDEM DASHBOARD Compare Post Promotion Ad Spend, Post Promotion Engagement and Cost Per Engagement In our example despite the Ad Spend Decrease, we see the increase in engagement. Very efficient months were especially November & January.